The careful observer may spot something cool on the cover of the new Summer 2024 issue of GQ: the gorgeous Rolex “Pepsi” GMT-Master II 126710BLRO on Kevin Costner’s wrist, one of the most iconic and one of the best-selling Rolex models. One of the most iconic and best-selling Rolex models in the current catalog, this Pepsi GMT with ceramic bezel debuted in 2018, paying homage to the original “Pepsi” GMT bezel. The original “Pepsi” GMT bezel was the world’s first dual time zone watch introduced by Rolex in 1954. Costner is wearing the 40mm Jubilee strap stainless steel model on the magazine cover.
According to a behind-the-scenes report from GQ.com, Costner’s watch was provided by John Tietz, a stylist hired for the GQ shoot and the magazine’s former deputy fashion director. On why the Yellowstone star ended up wearing a GMT watch, Tietz told GQ’s resident watch expert, Cam Wolff, “I’m always watching talented actors and learning about who they are and how they act. Are they flashy? Are they understated? You know, are they timeless? [Costner] is a classic man. I wouldn’t want him to wear anything flashy. ….. .GMT The perfect balance between elegance, timelessness and movement.”
Tietz had other watches for the shoot, including the classic Cartier Tank watch, but they weren’t perfect, Tietz recalls, “[During the shoot] every now and then I thought, ‘Well, I’m going to take off (the GMT) and put another watch on him,’ “”But there always seemed to be no other watch that fit.“” As it turned out, Costner wore the GMT not only in the cover photo, but also in the magazine’s main inside feature image, which was several pages long and usually featured more than one watch (if only to please advertisers).
Over the years, many celebrities from Daniel Craig to Tom Cruise, Tom Sellick and Sylvester Stallone have worn “Pepsi ” GMT watches. As an iconic leading man, this watch is a natural fit for Costner. It also shows him as a doer; this watch is more than just a piece of jewelry.” There’s another connection that GQ magazine didn’t mention, but Altieri immediately recalled: in the 1990 thriller Revenge, Costner played a retired U.S. Navy pilot who wore a Rolex Submariner 16610 throughout the movie.
“Sure, the GMT is more appropriate, but the Submariner has made him a man to be reckoned with, a man on a par with Steve McQueen,” Altieri says. Now he’s breaking through by wearing a GMT watch in GQ magazine. It’s a marvelous move. Customers looking for a GMT watch can choose from a wide range of models sold by Bob’s Watches, both vintage and modern, in stainless steel and white gold, ranging in price from $10,495 to $39,995, while Costner’s Rolex Pepsi 126710 exact replica retails for $21,295.